Role purpose
Consumer business in Vietnam (Anlene & Anmum brands) is expected to return to growth from 2019 with an average growth of 9% p.a. over the next few years. This position is critical to achieve or exceed sales, share, penetration & distribution objectives, then contribute to delivering ambitious financial objectives of the business unit in both Vietnam & Cambodia.
The main purpose of this Trade Marketing Manager role is also included:
• Lead and develop channel / geography strategy that translate brand strategy
• Lead and develop Perfect Store programs which is included the 5Ps (Product, Placement, Promotion, Pricing, & POSM) by channel and region.
Role accountabilities
Financials
• Deliver sales volume (metric tons) and gross sales value.
• Manage GTN (trade spending) and product mix to deliver net sales & gross margin targets.
• Manage Trade A&P within the given budget to deliver Opex target.
• Increase market share, distribution, visibility and space share of Anlene & Anmum.
• Category & Trade Insights
Shopper Marketing
• Develop and execute Shopper Marketing programs, that follow brand strategy and activation platforms while delivering on customer specific insights to deliver profitable volume growth & equity of brands.
• Build consumer promotion for nationwide, focus on MT channels
• To run daily operation of the category, promotion sourcing, POSM development, and coordinating with Field sales to make all category activities happen effectively at point of purchase.
• Responsible for the marketing assigned budget and maintaining effective cost control to achieve budget goals
• Evaluate key Shopper Marketing programs 90 days post program completion.
• Do the analysis to identify business opportunities and drive efficient and effective programming.
• DEVELOPMENT: Customer/Channel Marketing Activities, Merchandising Planning, Budgets, Channel/Category
Communication
• OPERATIONS: Brand/ Sales Diagnostics: Trends, Gaps, Opportunities, Issues, Trade Tactics,..
Revenue Growth Management
• Determine channel trade spending strategy to deliver targets. Manages and monitors channel, region and key customer trade investment. Ensure efficiency of the trade investment of both GTN and A&P follow trade spending playbook.
• Own and determine national Gross To Net (GTN) of all channels to deliver business objectives.
• Lead and develop national and regional effective promotions. Maximize the ROI of each promotion program via an effective promotion evaluation process.
• Allocate funds to resource the execution of agreed RGM initiatives and measures their ROI.
• Develop activity grids by channel, region, key customer chain which maximize net sales using ROI tools.
• Deliver right product mix to maximize margin for total consumer business.
• Be a key OPCO coordinator for Pack Price Architecture (PPA) project.
• Effectively manage and control GTN and Trade A&P within a given budget.
Integrated Business Planning
• Communicate clearly and timely plans, activities and spend to sales team (including cross-functional team) ensuring understanding of the same.
• Determine operational plans to deliver annual activity grid specific to regions, channel and key accounts.
• Develop category / channel KPIs, identify opportunities and risks and communicate via scorecard.
• Provide inputs for accurate, complete and timely bottom up forecast via historical data, business trends and category insights and activities.
• Identify
business development opportunities to further improve in-market execution.
• Ensure speed to market on innovation including NPD, events, promotions, and POSM.
• Conduct regular field execution check and provide timely feedback to internal and external stakeholders.
Capability, Systems & Processes
• Coordinate with Human Resources and Line Managers to efficiently motivate and lead a high performance team which is included Trade Marketing
Assistant Manager, Trade
Marketing Executive, by managing and retaining talent through robust recruitment, on-boarding, development, coaching and mentoring, and career planning.
• Check individual performances of the team and motivate, develop them either soft skills or hard skills to improve and enhance their capabilities and sales performance.
• Craft and implement relevant development plans for the team via Strategic Workforce Planning.
• Provide inputs and co-develop training materials for field sales force.
• Ensure compliance to FBV policies.
Leadership and People
• Cascade Fonterra's strategic direction, inspire and motivate teams to lift performance and work together towards clear team and individual goals that deliver This is Fonterra.
• Through recruitment, coaching, development, performance management, talent and succession planning, build the people capability required to deliver sustainable performance.
• Lead and role model our Fonterra values.
Sales Operation
• Manage and ensure the team strictly follow sales system and operation processes & procedure, including internal control processes.
• Co-develop and monitor annually and monthly Sales KPIs and Operational KPIs for field team accordingly to Sales & Distribution strategy and Trade activities.
• Co-ordinate with Sales Operation function to set up on the DMS, cascade to field team, announce to distributors & the trade for trade activities.